How Athletes Can Build and Protect Their Personal Brand

In today's hyper-connected world, an athlete's personal brand is just as important as their performance on the field or court. Building a strong, authentic brand can open doors to sponsorships, partnerships, and a long-lasting career beyond the game. However, maintaining that brand requires thoughtful strategy and, sometimes, damage control. Here’s how athletes can build and protect their personal brand for long-term success.

1. Define Your Goals, Values, and Self-Awareness

The foundation of a personal brand starts with a deep understanding of who you are and where you want to go. For athletes, this means clearly defining your goals and values, and perhaps most importantly, conducting a thorough, honest self-assessment.

"While athletes are some of the most impressive people in the world, they often struggle with seeing how the market determines their value," says Jasper & London. Understanding your environment and your audience is crucial to knowing your worth. Athletes should focus on finding that balance between self-worth and market reality. Being aware of how companies and sponsors perceive you can help you tailor your brand to opportunities that align with your goals. It's the difference between the top 1% and everyone else.

This self-awareness also helps athletes avoid thinking they're bigger than a company or brand. While it’s important to know your worth and set boundaries, being honest about your market position is key to leveraging it effectively.

2. Start Small, Build Big

One of the most common mistakes athletes make when building their brand is chasing after major deals while disregarding smaller businesses or opportunities. There's a perception that only the biggest brands are worth partnering with, but every major brand once started small.

"Everyone starts from somewhere, athlete or company," says Jasper & London. Athletes who dismiss smaller brands miss out on valuable partnerships that could evolve into something much larger over time. However, athletes should ensure they're not being taken advantage of—balance is key. "If you give someone an inch, they’ll take a mile," adds Jasper & London. The focus should always be on maintaining integrity while building mutually beneficial relationships, no matter the brand's size.

Understanding your environment and showing respect for humble beginnings helps set athletes apart from those who chase only immediate, large-scale success. Smaller brands are often more flexible, allowing athletes to craft authentic collaborations that resonate with their core audience.

3. Managing Public Scrutiny and Protecting Your Brand

In the age of social media, athletes are always under the microscope, and how they handle public scrutiny can either boost or harm their brand. Whether it’s a misstep, a controversial statement, or a personal issue that leaks into the public eye, maintaining a strong personal brand means knowing how to react and recover.

This is where Jasper & London steps in. “We look at everything in front of us when it comes to a problem set and leverage the tools at our disposal to help protect our athletes and what they’ve worked hard for,” says the team. Effective brand protection involves understanding how people think and what they respond to. At Jasper & London, we work with athletes to not only navigate these challenges but to come out stronger on the other side.

No matter the size or shape of the issue, the goal is to help athletes grow. By taking a holistic view of the situation, Jasper & London helps athletes craft thoughtful, strategic responses that maintain their integrity and protect their reputation.

Building and protecting an athlete’s personal brand requires a delicate balance of self-awareness, respect for all opportunities, and strategic protection. With the right mindset and guidance, athletes can establish a brand that not only opens doors but also withstands the inevitable challenges of being in the public eye. At Jasper & London, our goal is to help athletes find that balance, protect what they’ve built, and grow their brand for long-term success.